Laneige — June 2025 Product & Video Analysis

Presentation-ready version • Bigger typography • Cleaner charts

June 2025 — Key Metrics

Total Orders

4,309

Total Samples Sent

1,361

Total Revenue

$152,675.66

Average Order Value (AOV)

$39.31

Total Videos Posted

10,602

Analysis

Scale: 4,309 orders and $152,675.66 GMV yield an AOV of $39.31.
Sampling intensity: 1,361 free samples → 31.6% samples-per-order ratio.
Content throughput: 10,602 videos in June ≈ 353/day; revenue-per-video ≈ $14.40.
Maintain posting volume but prioritize creatives that drive orders without heavy sampling to lift ROI.

Top 10 Products — Orders • Free Samples • Conversion • Sample Multiple

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Analysis

Concentration: Total Top‑10 orders = 1,364. #1 Glaze Craze Serum contributes 779 orders (57.1% of Top‑10); Top‑3 (Glaze Craze Serum, Mini Lip Balm Set, Bubble Tea Balm) = 80.9%; Top‑5 = 89.7%.
Sampling vs. demand: Several leaders show strong orders with relatively low sample counts → prioritize inventory & paid boosts there.
Action: Build lookalike audiences around the top three items and A/B test price anchors and bundles around the Glaze Craze and Bubble Tea families.

States × Products (All / Heatmap)

Repeat Buyers — Weekly + Overall

Analysis

Overall repeat share: 3.27% (Repeat: 177; Non‑repeat: 5229; Total unique: 5406).
Weekly trend: Average repeat share ≈ 4.08%; Best week = 8.77%; Lowest week = 0.82%.
Context: The left panel shows Repeat vs Total buyers; the dashed line is Repeat share (%) on a right axis. The donut summarizes the period‑level split.
Action: Retarget May cohorts with bundles; test “2+ orders” incentives in high‑intent weeks; trim low‑convert sampling to improve ROI.

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Analysis

Use hover to identify top states by orders/GMV for each product; double‑down with localized creators and shipping promos.
Flag under‑penetrated states (low orders but adjacent states high) for geo‑targeted sampling or “new to brand” bundles.
For states with high sampling but modest orders, iterate on post‑sample follow‑ups (reminder UGC, limited‑time codes).

Video Performance — One Chart

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Analysis

Posting cadence: ~353 videos/day in June — keep cadence, but rotate formats (how‑to, UGC, ASMR) every 3–4 hours to avoid fatigue.
Prioritize creative variants tied to the top three products; pin high‑performers to storefront and recycle with fresh hooks.
Track GMV per 1k views & Orders per post to prune the bottom quartile creatives weekly.

Video Performance — Top 10 Products

Top 3 Creators — One-Page Dashboard June 2025

GMV vs CTR vs C2O • Summary table • Embedded video examples

📊 Overall Performance

Creator	Views (VV)	Orders	GMV ($)	Avg. CTR	Avg. C2O
kelscsfaves	642,585	731	$16,341.15	3.8%	1.8%
allure_fashion	501,484	277	$6,597.44	5.5%	0.6%
loveliness36	481,113	132	$3,035.36	8.4%	0.03%

📈 GMV vs CTR vs C2O

🎥 Top Videos

Analysis

kelscsfaves: Sales champion, with the highest conversion efficiency (~2%).
allure_fashion: Strong CTR (high click-through rate), but weaker order conversion.
loveliness36: Very high CTR (~11%), but almost no order conversion — content attracts attention but fails to trigger purchases.

New Post vs GMV — Weekly (June 2025)

This chart shows the weekly trend of new video posts (blue line, left axis) and the corresponding GMV generated (orange line, right axis) for Laneige during June 2025. The number of new posts kept increasing, while weekly GMV fluctuated — suggesting that sales conversions lag behind content publishing.

Blue line: New Posts (left axis) Orange line: GMV generated (right axis)

True Post Rate by Creator GMV Level (June 2025)

The chart below compares True Post Rate (percentage of organic/non-sponsored videos) across creators grouped by their historical GMV levels prior to June 2025. The trend shows that creators with higher GMV levels tend to have a lower True Post Rate, indicating a stronger reliance on shoppable or promotional content.

The higher the creator’s past GMV level, the lower their True Post Rate — indicating stronger reliance on shoppable posts.

Laneige — June 2025 Product & Video Analysis

June 2025 — Key Metrics

Analysis

Top 10 Products — Orders • Free Samples • Conversion • Sample Multiple

Analysis

States × Products (All / Heatmap)

Repeat Buyers — Weekly + Overall

Analysis

Analysis

Video Performance — One Chart

Analysis

Video Performance — Top 10 Products

Top 10 by Video Orders

Top 10 by Video GMV

Analysis

Analysis

Top 3 Creators — One-Page Dashboard June 2025

📊 Overall Performance

📈 GMV vs CTR vs C2O

🎥 Top Videos

Analysis

New Post vs GMV — Weekly (June 2025)

True Post Rate by Creator GMV Level (June 2025)